IDC Predicts Lower Smartphone Shipments in 2025 Due to Rising Average Selling Prices
In the second quarter of 2025, India's smartphone market registered a significant growth of 8% year-on-year, shipping approximately 37 million devices. This surge was driven by a flurry of new model launches across all price segments, as stated by Aditya Rampal, senior research analyst at IDC Asia Pacific.
Vivo continued its dominance in the Indian smartphone market, leading for the sixth consecutive quarter. The brand shipped 8.1 million units in Q2 2025, representing a 31% growth year-on-year. Samsung followed closely in second place, with a 16% market share.
The premium segment, priced above roughly $350, saw the highest growth of 96.4% in Q2 2025, with its share increasing from 2% to 4%. This growth was primarily due to the iPhone 16 and 15, which together accounted for more than three fifths of the shipments in the premium segment. Apple maintained a strong performance, with a 21.5% year-on-year growth in smartphone shipments.
The Indian smartphone market is expected to surpass $50 billion in value this year, driven by premiumization and rising average selling prices (ASP), which are projected to exceed $300 for the first time. The premium segment is projected to exceed 20% market share by the end of the year.
In the entry level (sub-US$100) segment, there was a strong growth of 22.9% year-on-year. Xiaomi led this segment in Q2 2025. Oppo secured the third spot, with significant growth fueled by its affordable launches and a focus on service center support.
Samsung surpassed Apple for the leadership position in the premium segment in Q2 2025, with a share of 49%. Nothing registered the highest year-on-year growth of 84.9% in the India smartphone market in Q2 2025, followed by iQOO at 68.4%.
The Indian smartphone market is showing signs of a maturing market with strong consumer preference shifting towards premium and ultra-premium devices. This trend is being driven by local manufacturing boosts, competitive launches, and strategic pricing offers from key OEMs.
Summary:
- India's smartphone market shipped 70 million devices in the first half of 2025, with a modest 0.9% year-on-year growth.
- Vivo led the market with a 21% share in Q2 2025, followed by Samsung (16%), OPPO and Xiaomi (both 13%), and Realme (9%).
- Apple performed strongly in the premium and ultra-premium tiers, with the iPhone 16 being the highest-shipped model.
- The premium segment grew by 96.4% in Q2 2025, with the ultra-premium segment growing by 37%.
- The Indian smartphone market is expected to surpass $50 billion in value this year, with the premium segment exceeding 20% market share by the end of the year.
